Play Melbourne. You know you want to.
Together, Tourism Victoria and Publicis Mojo created the longest-running tourism marketing programme in the world. The eighteen-year-old ‘Jigsaw’ campaign is now its tenth phase, with the launch of a new chapter: ‘Play Melbourne’ – a story to deepen visitors’ appreciation of Melbourne’s unique creative sub-culture.
The campaign integrates loads of interactive and experiential elements, including a rich digital hub for all that’s hip and happening in the city, a delightfully intriguing iPhone app, and a chance each week for an entire year to Play Melbourne and win a spontaneous visit.
The campaign is self-supporting through Social, but we had to light the fuse somewhere – and light it we did, with a set of web ads springing from the Play Melbourne story. They’re an intriguing, interactive, upmarket and enticing bunch of rich and standard banners that drive tens of thousands of visitors to the site each time they run.
It was a pleasure and a real workout to be Digital CD on this job, and big thanks to everybody in the world who was involved in making this work: the inimitable JC and the indefatigable RI; Pete Bakacs for piccies; Brendan McMahon for engineering; Matt Houltham for early wrangling; Fracture for gorgeous Flash… oh, look, just… thanks, EVERYBODY.
What’s next is up to you.
A quick-step journey through sites best suited to a life lived to the full
Not your ordinary website for not your ordinary beer: when Steinlager Edge debuted as the mid-strength beer for those living life to the full, we knew we had to pull something out of the bag to not only help explain the product benefit, but to cut through — with an idea that actually added value to the web experience, rather than interrupting it.
The result: a seamless, swift, iFrame-based choose-your-own-adventure journey through some of the best local content – selected purely for those to whom living a full life is not about doing less, but about doing it all.
Your journey begins at one of many clear-cut web ads (with up to three times average click-through) inviting you to decide what’s next. We set up multiple journeys based on themes like Work vs Play, and Home vs Away, and lead you through sites that prove the web is not just for email and news, but inspiration and opportunity. Each site was carefully selected to help provide ideas for getting ahead, getting away, or getting inspired — and each step was also closely tied with an occasion to drink.
Every page featured an iFrame journey selector, acting as a stepping-stone to the next
Using iFrames allowed us to control the journey, while providing full, uninterrupted access to the entire content of each site that agreed to join us in promoting Steinlager Edge – right down to ensuring Flash movies would still run under our overlay (thanks CactusLab!)